Google Ads as a Game Changer: Igor Kośliński on the Evolution of Affiliate Marketing

The world of online gambling is in a state of constant flux, and few observe this dynamic as closely as Igor Kośliński. After more than eight years at Fortuna, he joined Superbet about a year and a half ago as an Affiliate Manager. In his new role, he faces a landscape that has been massively reshaped by technological adjustments and regulatory openings. In particular, Google's decision to allow advertising for bookmakers in Poland has permanently shifted the power balance between operators and partners.

Kośliński describes his move as the right step at the right time. He wanted to try new tools and prove himself in a different environment. At Superbet, he works closely with Michał Wasilewski, which gives him room for responsibilities that go far beyond classic affiliate management. For example, he coordinates sponsorship activities with the Dziki Warszawa basketball team or the cooperation with FAME. This versatility reflects the development of the industry: a pure focus on link placements is no longer enough to be successful in a saturated market.

Numbers and facts

The impact of Google's advertising policies can be read directly in the operators' statistics. According to Kośliński, the share of traffic generated by affiliates in Superbet's acquisition portfolio has changed noticeably. It now stands at around 25 to 30 percent, depending on the month. However, this does not mean that affiliation has lost its importance. Rather, operators now have the opportunity to direct budgets into channels they can control more directly.

"The biggest game changer was the introduction of the possibility for bookmakers to advertise on Google. That does not mean affiliation has become insignificant. Operators may simply prefer to shift part of their budgets into channels they control." - Igor Kośliński, Affiliate Manager at Superbet

Another interesting aspect is the success rate of new market participants. In a typical year, perhaps only one or two new affiliate companies manage to break into the top 10 or top 15 of the most important partners for customer acquisition. This underlines how difficult entry has become if one wants to rely exclusively on organic search results.

Background

The Polish market often serves as an indicator for European trends. While large brands like STS and Fortuna have been established for years, younger operators like Betclic and Superbet are pushing forward with aggressive strategies. A central element in this strategy is the internal development of social functions within the betting apps. Super Social is a prime example of this. It is a community platform where users can exchange tips and discuss bets.

Although such in-app solutions take over parts of the classic affiliate work, Kośliński does not believe in an end to external partners. Users continue to look for independent opinions and expert tips on third-party sites, as these are perceived as more credible. However, the trend is moving away from simple WordPress sites toward complex ecosystems that offer added value such as vouchers for streaming services (e.g., CANAL+) or exclusive competitions to increase customer loyalty.

Why it matters for German players

For German players, the situation is comparable but even more strictly regulated by the State Treaty on Gambling 2021 (GlüStV 2021). In Germany, providers must be on the so-called whitelist of the Joint Gambling Authority of the States (GGL) to be allowed to advertise legally. While Google also allows ads for licensed operators in Germany, the requirements for affiliates are extremely high. For example, advertising for casinos without a German license (such as MGA or Curacao providers) is strictly prohibited and is prosecuted by the GGL.

Players benefit from this regulation through clear protection measures such as the deposit limit of 1,000 euros per month via the LUGAS system and the stake limit of 1 euro per spin on virtual slot machines. The findings from Poland show that transparency and quality of content are becoming more important. German players should ensure that the affiliate sites they use exclusively promote GGL-licensed brands, as this is the only way to guarantee compliance with player protection standards and payout security.

What it means for GGL-licensed casinos

For operators with a GGL license, the development means that competition for visibility is becoming more expensive. Google ads drive up prices, while organic search remains highly competitive due to strong competition among affiliates. Kośliński advises finding niches and taking creative paths. For German casinos, this could mean focusing more on retention strategies that take place within their own platform to retain the expensively acquired customers in the long term and take into account the strict advertising restrictions in public spaces.